Email Signals for SFMC Journey Builder: Client-Owned Components

Using the Wunderkind-provided components as a foundation, your team will be responsible for managing the following aspects of the integration:

• Campaign-Specific HTML Templates & Designs
• Send Classification, Sender Profiles, and Delivery Profiles
• Journey Configuration
  • Exit Criteria Tied to Conversion Behavior
  • Send Limits and Frequency Caps
  • Configuring Email Activities in Wunderkind Journeys
  • Priority Rest Requirement on Journey Exit
• Google Analytics Tracking (optional)
• URL Identification
• UTM Configuration 

Campaign-Specific HTML Templates & Designs

Ownership of design migration may vary by implementation. If you are an existing Wunderkind client migrating to Salesforce Marketing Cloud, please consult your Customer Success Manager to confirm responsibility for this step.

Leveraging the Wunderkind-provided HTML Content Blocks and/or template, your team is responsible for:

• Creating and maintaining campaign-specific HTML templates for each Wunderkind-powered journey.

• Managing subject lines and preheaders at the template level 

  • Since these are not configurable at the journey level, most implementations maintain one HTML template per campaign type.

• Owning email design, brand styling, layout, and any additional compliance content you require (e.g., legal disclaimers, additional links).

Send Classification, Sender Profiles, and Delivery Profiles

A send classification defines your email's brand identity and compliance logic and is required when configuring an email activity in Journey Builder.

Your team is responsible for creating and maintaining the Sender Profiles and Delivery Profiles that are referenced within that Send Classification. These are typically already configured in your account but remain client-owned components of the integration.

• A Sender Profile defines the “From” name, “From” email address, and reply handling settings for your sends.

• A Delivery Profile specifies the IP address, header, and footer content (including CAN-SPAM elements, an unsubscribe link, and a physical mailing address).

Wunderkind’s only requirement is that all Wunderkind-powered emails are classified as “commercial,” so that regulatory and compliance settings are applied correctly. This setting is configured in the Send Classifications. If your existing Send Classifications meet this requirement, you are welcome to use them for Wunderkind-powered sends. If not, we ask that you configure a dedicated classification for Wunderkind-powered sends that does. 

You can manage these profiles in SFMC under:

• Profile > Setup > Feature Settings > Email Studio > Sender Profiles

• Profile > Setup > Feature Settings > Email Studio > Delivery Profiles

Journey Configuration

Wunderkind will provide the foundational journeys, while your team will configure specific journey settings and apply any additional business rules needed to support your strategy.

Exit criteria tied to Conversion Behavior

Defining and maintaining journey exit criteria for conversion behavior prevents users from receiving post-conversion emails. We recommend:

• Entry criteria: Ensure a “no recent purchase” rule is applied to prevent triggering journeys for recent purchasers (for example, “has not purchased in the last 4 days”).

• Downstream parts (Part 2+): Add conditions so that users who convert after an earlier part are not sent later parts of the same journey.

This configuration should live in your SFMC journeys so that conversion logic stays aligned with your internal definition of a “purchase” and your suppression policies.

Before implementing exit criteria, review the Priority Reset Requirement on Journey Exit section to ensure campaign priority is properly reset when a contact exits a journey. 

Send Limits & Frequency Caps

Wunderkind enforces a 24-hour send suppression at the campaign level, ensuring that a user receives at most one signal per campaign within any rolling 24-hour period. 

Journeys will be configured so that users can only re-enter after exiting.

Your team will manage any additional send limits or frequency caps beyond these defaults.

Configuring Email Activities in Wunderkind Journeys

Within the journeys Wunderkind provides, your team will own the Email Activity configuration.

• Message Definition 
• Message Configuration
• Delivery Options
• Advanced Options

Message Definition

• Select the appropriate message definition that links to your campaign-specific HTML template for that journey. 

• Ensure the selected template aligns with the journey’s purpose (e.g., cartabandonment vs. backinstock).

• Because subject line and preheader values are defined within the template rather than the journey configuration, most implementations maintain one HTML template per campaign type.

** If you are an existing Wunderkind client migrating to SFMC, and Wunderkind is owning the migration of your email designs, we will own this step.

Message Configuration

• Select the appropriate Send Classification 

Delivery Options

Within each Email Activity, configure how the message is delivered and which subscribers are eligible to receive it. Key settings include, but are not limited to: 

• Publication List

  • Wunderkind recommends keeping Publication List = All Subscribers for the following result:

    • If a contact’s status is Active on All Subscribers, the email is sent.

    • If the status is Unsubscribed, Held, or Bounced, SFMC automatically skips that subscriber, protecting deliverability and compliance.

• Tracking

  • Please ensure Track Clicks is enabled 

Advanced Options

No configuration is required for this section as part of the Wunderkind integration. These settings can remain at their default values unless your team has additional internal requirements. Please notify your Wunderkind team if you enable the Disable API calls after error threshold reached checkbox. 

Priority Reset Requirement on Journey Exit

Important: The following does not apply to the standard cross-campaign priority decision split provided by Wunderkind.

Wherever you introduce a decision split in a journey that exits a contact from all Wunderkind journeys, you must include an Update Contact activity immediately before the exit path.

This Update Contact activity is required to properly reset the contact’s journey state and prevent the contact from appearing to remain active in a journey after exit. Configuration steps are outlined below:

Configuring Update Contact for Priority Reset

1. Locate the Decision Split that removes a contact from all Wunderkind journeys.
2. In the Components panel, drag an Update Contact activity to the end of that decision split's exit path, immediately before the contact exits the journey.
3. 
4. Click the Update Contact activity icon to open its configuration panel.
   1. Click Select Data Extension.
      1. Choose Wunderkind > cross_campaign_priority_email.
   2. In the Attribute Value section, set:
      1. EmailAddress = {{Event.{current_campaign}."EmailAddress"}}
      2. Journey = {current_campaign}
      3. PriorityRank = 0
      4. LastUpdated = Use current date/time
      5. Status = completed
5. Save the configuration
   1. Click Summary to review your settings.
   2. Click Done to save the Update Contact activity.

Taking these steps ensures that when a contact exits the journey for reasons unrelated to campaign-level priority, their cross‑campaign priority state is reset. This allows them to be cleanly re‑evaluated for future Wunderkind journeys.

Google Analytics Tracking (optional)

If your Google Analytics account is linked to Marketing Cloud, your team can decide whether to enable GA tracking in the email activity.

• Enabling this will append GA parameters based on your SFMC/GA configuration.

• This setting is optional and should be determined by your internal analytics or marketing teams, based on how campaign performance is tracked in your organization.

URL Identification

Wunderkind’s URL identification integration enables clicked email traffic to be securely mapped to our identification engine using the Subscriber ID. This method aligns with Google’s PII policies, as it does not expose a customer’s email address in plain text within the URL.

Parameter Requirement

All tracked email links must include the following parameter to ensure the Subscriber ID is automatically appended to each click.

et_rid=%%subscriberid%%

Existing Clients Verification Steps

• If this parameter is already configured at the account level, no additional action is required.
• To confirm configuration:

  • Navigate to: Setup → Data Management → Parameter Management

  • The parameter should be included in the  Web Analytics Connector so that it is appended to each message sent from this business unit 

• Note: The parameter may appear under a different name. This is acceptable, provided it dynamically passes the Subscriber ID.

New Client Implementation Steps

• If this parameter is not yet configured, complete the following steps:

• Navigate to: Setup → Data Management → Parameter Management → Web Analytics Connector → Edit

• Add the following parameter string: et_rid=%%subscriberid%%

• Save changes.

• Important: Changes made in the Parameter Management section are global and will apply to all sends. Please let your Wunderkind point of contact know if you are not making these changes, so we can coordinate and ensure proper configuration.

If the Web Analytics Connector is not enabled in your account, you may need to open a support ticket with Salesforce to have it activated.

All Clients

• When configuring email activities within Journey Builder:

• Ensure Track Clicks is enabled.

• This setting is located in the Delivery Options tab.

UTM Configuration

In addition to the subscriberid, Wunderkind asks that you append utm_term=wknd_signals to all links in Wunderkind-powered emails. Appending this parameter ensures WKND-driven traffic is identifiable for attribution and onsite experiences. Depending on your account setup, you can follow one of the following approaches:

Navigate to: Setup → Data Management → Parameter Management → Web Analytics Connector → Edit to view your current setup

1.) Default: utm_term=%%linkname%%

If you are using the default setting, set the link alias to wknd_signals for all links in Wunderkind-powered emails.

Example:

<a href="{URL}" target="_blank" alias="wknd_signals"></a>

2.) Dynamic:  utm_term=__AdditionalEmailAttribute#=

If you are using a dynamic value in Parameter Manager, set the corresponding field to wknd_signals for all HTML emails in Wunderkind-powered journeys.

Existing Clients

If you are an existing Wunderkind client migrating to SFMC, and Wunderkind is owning the migration of your email designs, we will implement this parameter into your HTML templates in SFMC. Your team is responsible for approving any changes required in Web Analytics Connector, if applicable. 

If you are a current Wunderkind client and interested in Signals for SFMC, please reach out to your Customer Success Manager (CSM) or Account Executive (AE) to learn more.

📩 For any other Signals-related questions, shoot us a note at build-support@wunderkind.co. A member of our team will get back to you as soon as possible.